I really liked Trevor's advocacy of the Little Idea. Although I was not sure whether he was saying one or all of the following:
(a) a brand should have lots of ideas attached to it
(b) we should think of lots and lots of little ideas - and then one, with the help of sufficient nurturing and collaboration, will grow into a big idea (But we should not task ourselves with coming up with a big idea, or we will crumple under the weight of expectation, have a nervous breakdown, and produce nothing at all.)
(c) Little ideas - i.e. the ones based on well observed and easily missable insights - are the ones that are actually the most evocative and powerful. For my part, I like this thought best. The excellence of, for example, a typical Webster ad was its basis on little human insights - which made both the characters and the role of the brand in their lives, ring true. (And particualrly pertinent when brands try to "ladder up" to huge incredible benefits, or express a desire to "OWN CHRISTMAS".)
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